Marketing is aimed at building the company image, building the basis for sustainable competitive advantage for the long term. Marketing is really the process of helping others to perceive value in what you do for them. The challenge is to persuade your customers and potential customers that you really do provide value in what you do for them. The point of initial contact with customers and prospective customers left to the least experienced and least trained personnel in the company. The result can be that a poor impression is left in the mind of the person initiating the contact, and this can have the consequence of fewer sales and less confidence in your company’s ability to handle whatever brought the prospect to contact you in the first place. Everyone must contribute consistently to have the overall effect desired.
Knowledge of your competition is also important. There are some inexpensive ways to gain some knowledge of your competitors. Call your competitor and ask for general information. The purpose is to see if you can determine how well inquiries are handled. Also, you will be able to see how nicely telephone contacts are managed, and how courteous or abrupt the initial contact is. Attend trade shows and conventions, and shop your competitors.
You may want to advertise in local papers, local magazines, the regional trade press or even national trade magazines. These can be expensive, but depending on your market areas, may well be necessary. But there also are a large number of no or low cost things you can do which will keep your name out in front of the public. Volunteer for local charities and other activities.
One principle that should be remembered is to smile while making the call. Another tip is to write out a script and to practice it until you are comfortable with it. If there are words or phrases that you are not comfortable with, change them until you are comfortable. When you make the actual calls, don’t read from the script. It will usually come across as stilted and uncomfortable, and will not be as effective as your natural conversation. Your script should include a brief introduction and the purpose of your call. Don’t try to sell something on the first call, rather try to learn what your prospect’s needs are and how you might best serve them. Obviously this is not a complete treatise on marketing, but it is a good selection of ideas that can help you understand your customers’ needs and preferences. Included are a number of ideas which are no cost or low cost, but which will possibly help you gain insight into ways to better approach the task of marketing. The goal is to build your image so that when your customers need your products or services, you are the first one they think of. Marketing should help you learn your best approaches to your prospects and could help lead to improved results for your business.